Upload
anana
View
27
Download
0
Tags:
Embed Size (px)
DESCRIPTION
LIVE BRIEF . Team Kudos . Meet the team – Team Kudos. AIMEE. EMILY . CHRIS . RHIAN. Account Director. Events and Logistics Director . PR and Marketing Director. Creative Director. Brief. Right Environment. Audience Choice. Heritage. Positioning. Lagom. ?. - PowerPoint PPT Presentation
Citation preview
LIVE BRIEF
Team Kudos
Meet the team – Team Kudos
EMILY CHRIS AIMEE RHIAN
Account Director Creative DirectorPR and Marketing Director
Events and LogisticsDirector
Brief
Right Environment
Audience Choice
Heritage
Positioning
Lagom?
A Message from Sweden… This one, not the
Alien.
‘We work hard, but like to make time for family and friends’
Timescape Analysis
Spend around 10 hours a day
consuming media
Web Access equals 27.16% of media consumption vs. 5.56% of time accessing print
media.
Spend around 1 hour & 1/2 each day accessing web via laptop vs. 15 mins on mobile and 2 mins on tablet.
Surprisingly, happy for
around 8 hours of the day!
Spend around 2 hours a day listening to radio whilst commuting
Information via IPA Timescape
Timescape
Interviews- Analysis Following our discussion guide structure we asked four
individuals about their lifestyle and drinking habits, to ensure unbiased results.
Ross- 23,Waitrose sales manager, Chesham. •Tends to socialise with friends and partner.•Plays golf•Perceives Kopparberg as a young persons drink (18-21)• Associates Sweden with lederhosen and Blonde women serving beer.
Jake-23, Financial solutions company based in Canary Wharf• Likes socialising at work both lunch and evenings (Friday and Saturday)• Likes football• Would buy Kopparberg in a bar•Associates Sweden with Blonde Women.
Barry-29 Art director @ Holler
• Socialises with friends and wife at the weekend.• Prefers Rekorderlig over Kopparberg • Tends to go out Fridays with work colleagues if there is something to celebrate.• Associates Sweden with IKEA.
Aimee
Alison-25 Family Protection Consultant @ Union Benefit • Socialises with friends during weekday evenings and at the weekend.• Loves outdoors events.• Tends to go out for lunch/in evenings with work colleagues.•Buys Kopparberg at pubs/bars• Associates Sweden with having a high quality of life and having a large disposable income.
The WHY?
The male target audience (23-34) have proved to be more responsive to social media platforms than initially thought.
Women tend to embrace Kopparberg as a summer beverage, however males tend to be attracted by popularity and
advertisement before trying. Buying behaviour indicates that alcohol is more likely to be
brought during on- licensing hours and popular summer events.
Similar ideologies and values of Swedish culture have become ingrained in the work/life balance of the chosen target audience.
British males tend to stereotype Sweden as a country; perceptions need to be altered to in order to represent the quality of life that the country leads.
Our Objective
Using cultural aspects and values we aim to create a
‘Swedish’ themed stall that appeals to the audience without
stereotyping or veering away from the primary
research analysis.
The ‘Core’ Concept We want to target
them
BUT We want to keep this…
=
‘Just the Right
Amount’
JUNE JULY AUGUST SEPTEMBER
Eden Sessions7th – 9th June
Royal Ascot 18th – 22nd June
Wimbledon28th – 30th June
Epson Derby
1st June
Goodwood Festival of
Speed3rd – 5th July
Brass Durham International
Festival 16th – 20th July
Summertime in
Hyde Park
9th – 14th July
Henley Royal Regatt
a6th – 7th
July
Edinburgh Festival Fringe3rd – 6th August
Bristol Internatio
nal Balloon Fiesta
8th – 11th August
EAT! Newcastle Gateshead 24th – 29th August
Brighton and Hove Food and Drink Festival 5th – 10th
September
Location
Mock Up Plan/ Setup
Bar
Car
Table
Table
Table
Table
MiniGolf(Where
Applicable)
WHITE PICKET FENCE
WHITE PICKET FENCE
Finance
• £15/h models• £10/h waitresses £5,850 Bar Hut
£3,000 for one themed hole
£132,000 for all pitches£12,000 Logistics £4,787 outright
Digital Drivers
The Kopparberg Car- What
people think of
Kopparberg via Vine.
Instagram/ YouTube to
reveal locations
Vine/ Twitter campaign
#justtherightammount To promote
longevity
Visit us/ Promotion on
event Facebook and Twitter
PagesSocial Media
Aspects of
Campaign
PR – Online/Offline
Press Release
YouTube Ad
UK YouTube statistics show that around 35%
of sites users are 25-34 with the majority of
them being maleGoogle’s recent study
proves users are 4 times more likely to visit the advertisers
website if they’ve seen it on the YouTube
homepage
Print/ Digital Media
Radio
Measurement
Before
During After
•Event•Fizzy vs. Flat • Emotional reaction• Determine sales to decide samples
•Tweet Deck•Facebook, QR Tags (click through rate)•You Tube Hits •NRS data•Google ad words + analytics
•Outsourced•Campaign Success•Variables- Weather, Location etc.
‘To ensure the client achieves ROI’
Gantt Chart- Campaign Time Period
Campaign Launch/ Epsom Derby
Social media activity
Eden Sessions
Royal Ascot
Launch YouTube Ad/ Radio Ad
Wimbledon
Mail Online/ Metro campaign
Goodward festival of speed
Henley Royal Regatta
Summertime in Hydepark
Brass Durham festival
Edingburgh festival fringe
Bristol International Balloon Festival
EAT! Newcastle
Brighton & Hove Festival
Longevity via marketing
Social Aspects: -Promote longevity via
social media, for example experiences of the summer.- Just the right amount we will hope will become an
association with Kopparberg and the brand
experience.
Blog- Following on from the campaign people who attended the event will
have the chance to review Kopparberg via our blog.
YouTube & Radio:
- Prepare for the Indian Summer
- Keep the campaign alive with
winter ideas through YouTube
channel – Keeping the crowd
engaged.
Finance
-If the campaign is well received and
sales do increase after/during (based
upon the measurement), then the
campaign could tour again next year
-If sales do not increase and revenue
is not generated
Summary
In summary we present to you- Kopparberg ‘Just The Right Amount’ combining aspects of Swedish culture with a well known brand name to give our
audience a worth while drinking experience.
‘Just The Right Amount’
Overall the end goal is to see more
people recognising Kopparberg as a
brand and in the end making it their
choice of drink.
Thank You For Your Time
Any Questions?